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The fruit-growing sector in the middle Rhône valley is affected by a structural crisis. Lots of farms develop local and short marketing outlets to maintain their economic viability. We first explain the marketing strategies built by farmers to develop what are proximity marketing outlets and how they are combined with mainstream outlets. The specific functioning of proximity marketing outlets is then analyzed to show how they permit to valorize the features of fruits sector and how they constitute an economy of variability. At least, we compare the two market arrangements identified, proximity marketing outlets and mainstream outlets, and we discuss about their capacity to assure the fruits growing sector’s viability. We show it is in combining the two market arrangements the producers valorize the best their whole production.


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